My Business Life: Ms Moneypennies

Financial advisers and hosts of the Ms Moneypennies podcast Kelly-Anne Quinn and Jill Steeples, share their life and business lessons.

In the financial services industry, communication is often dominated by jargon and traditional models, but two Irish women are shaking things up.

Kelly-Anne Quinn, founder of Life Planning, and Jill Steeples, founder of Steeples Financial Consulting, both left established careers to build client-centred firms of their own. In 2024 they joined forces to launch the Ms Moneypennies podcast, a fresh, relatable platform that makes money matters more approachable for everyday people.

Together, they are proving that financial planning doesn’t have to be intimidating. Rather, it can be accessible, empowering and even enjoyable.

Tell us about your background. What journey did you take to arrive at where you are today?

Kelly-Anne: After finishing school, I went straight into Irish Life. At the time, I wasn’t entirely sure what career I wanted to pursue, but they were conducting interviews, so I decided to give it a try. I ended up working there for several years in pension scheme administration before moving on to Standard Life.

While in Standard Life, I realised I wanted to be on the other side advising people. In 2001 after  9/11, when funds dropped and we had panic calls, I felt powerless. That motivated me to move into financial advice directly advising clients. 

I’d already started pension exams, so I went on to do the Qualified Financial Advisor exams. I worked with different brokers for years while building up qualifications, earning the Certified Financial Planner designation as well as a Masters in Financial Planning. Achieving the CFP gave me the confidence to set up my own practice and in 2023, I took the leap.

Jill: I didn’t always work in finance. After school, I became a professional tennis coach, then I lived abroad running a bar, restaurant and property business. When I came back to Ireland, I decided it was time to start a career that I was passionate about. I started working in an accountancy practice where my dad was a partner.

I knew I wanted to work with figures, but accountancy wasn’t for me. A financial advisor used to come into the accountancy firm, and I kept telling him that he needed to hire me. Eventually he did in October 2011.

I loved the work, and I progressed my career by completing the QFA exams. I stayed with this company for over nine years. I knew I had more to give and achieve, so I made the decision to set up my own firm. 

I met Kelly-Anne at a conference, there weren’t many women there which was the norm, and so we got chatting. Like her, I felt I could offer more. I obtained my regulation in 2021, two years before Kelly-Anne.

Why are you doing what you’re doing? What need are you meeting? What is your USP?

Kelly-Anne: I wanted to make financial planning simpler and less intimidating. People often feel overwhelmed when looking to the future. My aim is to put advice into everyday language.

Even my retirement documents are in bigger font with less text. This makes them easier to digest. Working for others, means you’re tied to their rules and structures. Having my own practice gives me freedom to change and adapt to my client’s needs.

Jill: Same for me, I wanted to strip out the jargon and make advice accessible. Too many people walk out of a meeting not understanding all that was said.

We also wanted to break the idea that you need to have a certain level of wealth before seeing a financial advisor. Ms Moneypennies is for real, everyday people and not just people with accumulated wealth.

Kelly-Anne: When I was setting up, I kept hearing people say they were too intimidated to meet a financial planner or that they had to “get their finances in order” first. That’s not true. It’s our job to make sense of pensions and benefit statements.

So when Jill suggested a podcast, it clicked. We wanted to break down barriers with light, accessible conversations. Every two weeks, people hear us talking about a topic, and it builds their confidence bit by bit.

Jill: The podcast is about being real and relatable. We answer listener’s questions, bring in guests, and keep it light. Even the name, Ms Moneypennies, was meant to be fun and approachable.

Who has helped you most along the way? Who has been your greatest mentor or inspiration?

Kelly-Anne: When I earned the CFP designation, the financial planning community welcomed me in. It’s a collaborative space where everyone wants each other to do better. Many opened their doors to show me how they ran their businesses.

I’m now on the board of Financial Planners Ireland, giving back. And Jill, you were a huge support when I was setting up. You’d already gone through it.

Jill: I didn’t have that network, so it was lonelier for me. My biggest inspiration has been my dad. He’s a phenomenal businessman, and clients still only want to deal with him, even though he’s retired. He’s always just a phone call away.

My logo even has three steeples; one for me, one for my dad and one for my daughter. My mum’s support has been amazing too.

I didn’t have mentors in the financial industry when I started, but I took the leap anyway and haven’t regretted it for a moment.

What is the greatest piece of business advice you’ve ever received?

Kelly-Anne: Be clear on your values and don’t waver. Working for others, you don’t have control of your environment. Now I only take clients who are the right fit for me and them. 

Interestingly some who weren’t the right fit at first actually came back later, because I was firm about how I operate.

Jill: Very similar; know your values, run your business your way and believe in yourself.

When I opened my office for the first time I didn’t have one client, and a lot of doubt. But I told myself: I’m okay with failing, but not with not trying. I didn’t want to retire wondering “what if?”

How did you fund and start the business? What are your growth plans?

I funded the business from savings and careful planning. I mapped out what I’d need to survive without income for the first couple of years. I wanted to build meaningful relationships from scratch.

My kids were older by then, so I had the time and space to focus on building the business properly.

For growth, I’d like to bring in another person aligned with my approach, and eventually set up a separate division focused on pension schemes. This is an area I feel is highly underserviced. Too often people go through their entire careers without meeting an advisor only to then face big financial decisions at retirement.

Jill: I sold a small apartment I’d bought years earlier, and that funded my start-up costs. Like Kelly-Anne, I expected not to receive a salary for at least two years, between compliance, Central Bank costs and office fit-out.

For growth, I don’t see myself having a large team. Maybe one or two more advisors eventually, but only if they share my values . I’m very much about the personal touch.

I’m proud of how the business has grown steadily. I don’t want to manage 20 staff, that’s not me.

What circumstances, in your opinion, mark the difference between success and failure in life and business?

Kelly-Anne: Two things: people and processes. Be nice along the way. This industry is small and you meet the same people again.

And have strong processes. I document everything so that eventually I can hand tasks over. I’m also embracing new tech and constantly learning from other businesses.

Jill: Processes are vital. I’m a bit old-school with my filing cabinets, but I still need order.

The other factor is belief. It took me a long time to step out of my comfort zone, but you can’t let imposter syndrome hold you back.

What has been the most challenging aspect of starting and growing your business?

Kelly-Anne: Belief. You’re creating something from nothing and in the beginning you can’t be sure it will work. But then clients start making real changes in their lives and you see the impact. It’s a journey of constant learning and refining!

Jill: Believing in my abilities and knowledge. At the start, I had no clients for the first few weeks and it was scary. I was constantly looking at other companies starting out. I knew some day this would be me.

But you learn, you tweak, you fix mistakes. 

The biggest challenge is trusting yourself and the process. I always tell clients “Trust the Process.”

How did you navigate your business through the pandemic? What lessons did you learn?

Kelly-Anne: I managed another firm’s life, pension and investment clients during the pandemic. I contacted every client to reassure them: don’t panic, trust the process.

It proved the value of having a strategy and sticking with it. Now I always show clients the Covid dip on charts as proof of why not to make rash decisions.

Jill: I left my employer in early 2020 and was still going through the regulation process with the Central Bank when Covid hit. So, I didn’t have many clients yet, but with those I did, the message was the same: don’t panic, ride it out.

It reinforced that your plan is your plan.

How has digital transformation influenced your journey? Are Irish firms using tech to its full potential?

Kelly-Anne: I’ve gone paper-free. I use digital signatures and, most importantly, an AI note-taker in meetings. That’s been a game-changer. I can focus on clients instead of scribbling notes, and capture their expressions and emotions.

Jill: I’m a bit more old-school. I still like paper files and lists. I love gadgets, but I don’t fully trust tech. What if the system crashes?

Still, I know I need to lean into it more, which I am getting better and more comfortable with daily.

If you were to do it all over again, what would you do differently?

Kelly-Anne: So far, nothing major. I probably planned for more doom and gloom than necessary. I’m proud of how things are going.

Jill: I’d avoid one or two service providers I hired earlier on and didn’t feel I got value for money… Otherwise, not much. I’m proud of the last few years.

Who inspires you in business today, and how do you nurture talent in your organisation?

Kelly-Anne: I admire many of my peers, especially women breaking the mould. I was part of Acorns, and watching those women grow their businesses has been inspiring.

One standout for me is Paula Fitzsimons, who runs Acorns and Going for Growth. She’s supported women in business for decades and brings people together brilliantly.

Jill: I’m surrounded by inspiring female friends. These are estate agents, pharmacists and entrepreneurs who’ve all done really well. Seeing them succeed pushes me on.

Do you have a business book you would recommend?

Kelly-Anne: I’m reading Traction by Gino Wickman and implementing changes as I go. It’s excellent for reinforcing the value of processes

Jill: I liked The Let Them Theory by Mel Robbins – it’s not strictly business but gave me perspective.

What tools or technologies do you use to stay on track?

Kelly-Anne: I use my CRM for tasks, but I also write lists, weekly and daily. There’s joy in ticking something off.

Jill: Same, I use a CRM, but I love my whiteboard. Crossing something off or wiping it away feels great. I also make personal lists for everyday errands.

What social media platforms do you prefer, and why?

Jill: I love TikTok. We set up a Ms Moneypennies account a few months ago and post podcast clips. It’s so relatable and addictive. People love quick tips.

I want to be braver about jumping on camera, even casually, because that’s how people connect.

Kelly-Anne: The podcast is key for us. It lets people hear our voices and get comfortable with us. We then share clips on Instagram and TikTok.

Neither of us love talking to the camera solo, but together we’re much more comfortable.

Finally, if you had advice for your 21-year-old self, what would it be?

Kelly-Anne: Don’t be so hard on yourself. You can’t do everything at once. Be patient; things take time.

Jill: More patience definitely! I always wanted results immediately and not to be so hard and critical on myself.

And I’d tell myself: start a pension at 21! That alone could mean retiring at 55.

Looking back, I’m proud we both built businesses from scratch without purchasing client banks. It proves the power of patience, belief and trusting the process.

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